The Study of Customer Satisfaction Survey with reference to Wildcraft’s

Retail Ltd at South City

Reported Submitted by
Name: Megna Deb
Roll No: VU/PG/ 503/23/09/04-IIS No. 0747
Institute: Bengal Institute of Business Studies
Company Name: Wildcraft
Industry Mentor: Anupam Ghoshal

This Project is Submitted for the Fulfilment of Masters of Business

Administration from Vidyasagar University
 PREFACE

I want to express my gratitude for the experience and practical knowledge that I gained during the
Summer Internship Project at Wildcraft. It was my first experience when I went to the market not to
buy anything but to do the work with the organization and to Study of their business and a project
given by their zonal sales manager sir Anupam Ghoshal that Customer Satisfaction Survey in
South city with reference to Wildcraft. The basic need of this survey is to interact with customers
and deep research. On first day I was nervous, but because of the good image of the wildcraft in the
market the people reacted positively and everything went well.

For accomplishment of the project report I think about the conditions and views and then I used to
compose the whole thing on computer. In making the project report theoretical knowledge was
needed more than the practical which was given to us by my professors in my institutes. In the
market the experience relating to the practical knowledge was very good which realized me about
the real conditions of the marketing.

The project flows logically consisting of market research, data collection method and
questionnaire. It hoped that the findings and the suggestions will help the company, confidently to
formulate its strategy in comparison to its competitors. I have enjoyed my summer internship at
Wildcraft’s and have learnt lots of new things, which will be helpful to me during my work in any
organization.

I thank Wildcraft’s for giving this opportunity at their office and being good to me all the time.

I am pleased to work in this esteemed organization. I have tried my best to make this report a reader
friendly & also did my level best to fulfil the objective of the summer internship training. Lastly, I
am giving thanks to Bengal Institute of Business Studies’ family who gave me their precious time to
make project successful.
 ACKNOWLEDGEMENT

Some Says “Managers are born and some says managers are made”. I was also in some dilemma before
commencing my Summer Internship Project. But after the successful completion of my summer internship
project, I came to know that managers are made if they are guided properly and are motivated to work
willingly towards fulfilment of specific goal.
It is with a sage sense of gratitude; I acknowledge the efforts of whole hosts of well-wishers
who have in some way or other contributed in their own special ways to the success and completion
of this summer internship project.
First of all, I express my sage sense of gratitude and indebtedness
t o “Bengal Institute of Business Studies, Kolkata”, from the bottom of my heart, for giving me
the opportunity to work with the Wildcraft’s.
I sincerely express my thanks to our Marketing lecturer Prof. Aniruddha Banerjee for his
valuable guidance and intellectual suggestions during this project.
Also, I also express my sincere thankfulness to my mentor Tanumoy Das for their kind advice,
suggestions and constant help in a lot of various ways during project course.
Further I express my sage sense of gratitude to Mr. Anupam Ghoshal, zonal sales manager of
Wildcraft’s at South city and Mr.pappu kumar mishra , tread Manager of Wildcraft’s who were
kind enough to give an opportunity to work under their immense expertise. I sincerely thank to both
of them for their valuable suggestions, motivation and encouragement. I express my thanks to the
Wildcraft’s Staffs & their Supporting Team, for their support and encouragement in bringing out
this project report.
I would be failing in my duty if I don’t express my profound gratitude to the entire respondent
who has spent their valuable time to answer the questionnaire.
Last but not the least; I would also like to expand my thanks to all faculty members of Bengal
Institute of Business Studies, Kolkata, who have helped a lot during the course of my project.
Finally, I sincerely express my thanks to all my friends and the Staff members of Bengal
Institute of Business Studies, Kolkata for their support.

Megna Deb
(Roll No: UV/PG/503/23/09/04-IIS No. 0747)
 DECLARATION

I, Megna student of Bengal Institute of Business Studies Kolkata,

hereby declare that this project report entitled “Customer Satisfaction Survey with
the reference to Wildcraft at south city” for Wildcraft . it is a Bonafede record of
work done by me during the course of summer internship project work of MBA
program and all contents and facts are prepared and presented by me without any bias.

I also declare that it has not previously formed the basis for the award to me for any
degree/diploma associate ship, fellowship or other similar title, of any
Institute/Society.

Place: Wildcraft, South city Name: Megna Deb

 TABEL OF CONTENTS

CONTENTS
EXECUTIVE SUMMARY

INTRODUCTION

SECTOR

COMPANY PROFILE & OVERVIEW

OPERATIONS

OBJECTIVE OF THE STUDY

SUMMER INTERNSHIP

RESEARCH METHODOLOGY

DATA ANALYSIS OBSERVATION AND FINDINGS

CONCLUSION

RECOMMENDATION

BIBLIOGRAPHY

ANNEXURE
Retailing – Customer is King
“A Customer is the most important visitor on our premises. He is not dependent on us.
We are dependent on him. He is not an interruption on our work. He is the purpose of
it. He is not an outside of our business. He is a part of it and we are not doing him a
favor by servicing him. He is doing us a favor by giving us an opportunity to do so.”
MAHATMA GANDHI
 EXECUTIVE SUMMARY

Industry :Wildcraft was founded in 1995 with a mission to provide high-quality outdoor equipment and apparel

for adventure-seekers. Over the years, the company has established a strong presence in the market, known for its

I nnovative designs and commitment to sustainability.It is an Indian outdoor gear, footwear, clothing and travel

accessories Company with its headquarters in Bangalore. The company's products are sold in over 200 exclusive stores

and 5,000 multi-branded stores in India and abroad.

 INTRODUCTION

Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is sale to business
or institutional customers. A retailer purchases goods in large quantities from manufacturers, directly or
through a wholesaler, and then sells in smaller quantities to consumers for a profit. Retailers are the final
link in the supply chain from producers to consumers. Shopping generally refers to the act of buying
products. Sometimes this is done to obtain final goods, including necessities such as food and clothing;
sometimes it takes place as a recreational activity. Recreational shopping often involves window shopping
and browsing: it does not always result in a purchase.
Retail markets and shops have a very ancient history, dating back to antiquity. Some of the earliest
retailers were itinerant peddlers. Over the centuries, retail shops were transformed from little more than
"rude booths" to the sophisticated shopping malls of the modern era.
Most modern retailers typically make a variety of strategic level decisions including the type of store, the
market to be served, the optimal product assortment, customer service, supporting services, and the
store's overall market positioning. Once the strategic retail plan is in place, retailers devise the retail mix
which includes product, price, place, promotion, personnel, and presentation. In the digital age, an
increasing number of retailers are seeking to reach broader markets by selling through multiple channels,
including both bricks and mortar and online retailing. Digital technologies are also changing the way that
consumers pay for goods and services. Retailing support services may also include the provision of credit,
delivery services, advisory services, stylist services and a range of other supporting services.
Retail shops occur in a diverse range of types and in many different contexts – from strip shopping centres
in residential streets through to large, indoor shopping malls. Shopping streets may restrict traffic to
pedestrians only. Sometimes a shopping street has a partial or full roof to create a more comfortable
shopping environment – protecting customers from various types of weather conditions such as extreme
temperatures, winds or precipitation. [relevance questioned] Forms of non-shop retailing include online
retailing (a type of electronic-commerce used for business-to-consumer (B2C) transactions) and mail
order.
Retailing in India is one of the pillars of its economy and accounts for about 10 percent of its GDP.
The Indian retail market is estimated to be US$ 600 billion and one of the top five retail markets in the
world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion
people.As of 2003, India's retailing industry was essentially owner manned small shops. In 2010, larger
format convenience stores and supermarkets accounted for about 4 percent of the industry, and these
were
present only in large urban centers. India's retail and logistics industry employs about 40
million Indians .

Until Even single-brand retail was limited to 51% ownership and abureaucratic process.In

november 2011, India's central government announced retail reforms for both multiband stores

and single-brand stores. These market reforms paved the way for retail innovation and

competition with multi-brand retailerssuch as Walmart, Carrefour and Tesco, as well single brand
majors such as IKEA, Nike, and Apple. The announcement sparked intense activism, both in
opposition and in support of the reforms. In December 2011, under pressure from the opposition
, Indian government placed the retail reforms on hold till it reaches a consensus.
In January 2012, India approved reforms for single-brand stores welcoming anyone in the world to
innovate in Indian retail market with 100% ownership, but imposed the requirement that the single
brand retailer source 30 percent of its goods from India. Indian government continues the hold on
retail reforms for multi-brand stores.
In June 2012, IKEA announced it had applied for permission to invest $1.9 billion in India and set
up 25 retail stores. An analyst from Fitch Group stated that the 30 percent requirement was likely to
significantly delay if not prevent most single brand majors from Europe, USA and Japan from opening
stores and creating associated jobs in India.
On 14 September 2012, the government of India announced the opening of FDI in multibrand retail,
subject to approvals by individual states. This decision was welcomed by economists and the markets
but caused protests and an upheaval in India's central government's political coalition structure. On 20
September 2012, the Government of India formally notified the FDI reforms for single and multi-brand
retail, thereby making it effective under Indian law.
On 7 December 2012, the Federal Government of India allowed 51% FDI in multi-brand retail in India
The government managed to get the approval of multi-brand retail in the parliament despite heavy
uproar from the opposition (the NDA and leftist parties). Some states will allow foreign supermarkets
like Walmart, Tesco and Carrefour to open while other states will not.

2011, Indian central government denied foreign direct investment (FDI) in multibrand retail, forbiddin
foreign groups from any ownership in supermarkets, convenience stores or any retail outlets.
 SECTOR

Retail sector: Retail became a buzz word in India before recession; in fact, the word '

booming'
was found only attached to this sector. But as recession took its toll, 99% of sectors went for
a toss including retail. The market has just started picking up and India is reclaiming to regain its

position in the retail segment. In a recent report, the authors of AT Kearney's 2009 global retail

development index said that India's largely unmodernised retail sector remained

attractive to both domestic and international retailers, in spite of government regulations that prevent
100 per cent foreign ownership of retail stores. For most of the retailers like Pantaloon, Vishal,
Cantabil and Priknit, retail still continues to buzz everywhere in India with many foreign brands
coming
in, whether it's the largest US retailer Wal Mart which opened its first store, last month, in
Punjab, in a joint-venture with Bharti Enterprises, Or Tesco and Carrefour which are also planning
joint venture stores. Even as corporates are expecting the new Congress-led United Progressive
Alliance Government at the Centre to open up fully FDI in retail sector, a Parliamentary Committee
has
sargued for a total ban on even the domestic heavyweight corporates from entering retail trade in bags.

But overall if we see, the issue to be debated shouldn't be whether FDI in organized retail is desirable, but
what its impact would be on small retailers in the unorganized sector, and whether we have policies to protect
the vulnerable sections.
Organised Retail Sector: It was meant to revolutionize the way we shopped, spent, consumed and lived. With
its ‘Retail Revolution’, India was making an indelible mark on the global retail map. The billion plus consumers
and steady economic development were fuelling the growth of India’s $ 25 billion organized retail market. And
the Indian blue-chip companies started to go the retailing way
— Bharti, Reliance, Tata, Mahindra, Aditya Birla Group and RPG — all were making the retail foray.
As the sector grew at the rate of 30-40% per annum over the last decade, India became the preferred
destination for global brands and retail
chains to cash in. But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year
accompanied with closures of Indian retailers, pulling out from certain cities and the Subhiksha sag
unfolding, the dismal story of revolution is now unravelling.
 .RETAIL SECTOR AND ITS SCOPE IN INDIA

Retail Sector and its scope in India

Structure of Indian Retail Sector
The retail industry continued in India in the form of Kirana stores till 1980. Soon, following the
modernization of the retail sector in India, many companies started pouring in the retail industry in
India like Bombay Dyeing, Grasim etc. From that time the retail sector in India can be widely split
into the organized and the unorganized sector.
Organized Retail Sector
After 50 years of unorganized retailing and fragmented Kirana stores, the Indian retail industry has
finally begun to move towards modernization, Systematization and consolidation. Today,
modernization is the catch phrase and the key to understanding retail in the next decade.
There has been a boom in retail trade in India owing to a gradual increase in the disposable incomes
of the middle-class households, as a result of good performance of IT, Service and Infrastructure
sectors. More and more players are entering the retail business in India to introduce new formats like
malls, supermarkets, discount stores, department stores and even changing the traditional looks of
bookstores, chemist shops, and furnishing stores. Organized retail formats prevalent globally
• Malls
• Supermarkets
• Hypermarkets
• Discount Stores
• Department Stores
• Specialty Stores
• Internet Retailing
• Convenience Stores
• MBO
Unorganized Retail Sector
The unorganized retail sector basically includes the local Kirana stores, hand cart, the vendors on the
pavement (sidewalk) etc. This sector constitutes about 95% of the total retail trade. As 70% of the
employment is generated in Agriculture sector, hence this form of retailing is widely seen in those
areas and of course to some parts of the urban. There is a lot of hue and cry in the sector for opening
of sector for direct investment from the foreign players, but government cannot neglect the interests
of small players. One of main reason of not opening this sector to FDI is it may shrink the
employment in the unorganized sector and expand that in the organized.
The Evolution of retail in India
India's Largest retail Chains:
1. PDS (Public Distribution System): 463,000
2. Post offices: 160,000
3. KVIC (Khadi & Village industries): 7,000
4. CSD (Canteen Stores Department) Stores:3,400
(Source business world marketing White book 2005)

Current Scenario of Indian Retail Sector

The Indian retail market, which is the fifth largest retail destination globally, has been ranked the
2nd most attractive emerging market for investment after Vietnam in the retail sector by AT
Kearney’s seventh annual Global Retail Development Index (GDRI), in 2008. The share of retail
trade in the country’s gross domestic product (GDP) was between 8-10% in 2007. It is currently
12%, and is likely to reach 22% by 2010.
A McKinsey report 'The rise of Indian Consumer Market', estimates that the Indian consumer
market is likely to grow four times by 2025. Commercial real estate services company, CB Richard
Ellis' findings state that India's retail market is currently valued at US$ 511 billion
Indian retail on the fast-track
• The Indian retail market is the fifth-largest retail destination
globally. It is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and
further US$ 637 billion by 2015. Indian retail showed a growth rate of 49.73% with a turnover of
US$ 25.44 billion in 2007-08 as against US$ 16.99 billion in 2006-2007.
• Retail contributes to 10 per cent of India’s Gross Domestic
Product and provides employment to 8 per cent of India’s working population.
• Higher disposable incomes, easy availability of credit and
high exposure to media and brands has considerably increased the average propensity to consume
over the years.
GRDI
India ranked first for the third consecutive year on the Global Retail Development Index – 2007,
conducted by AT Kearney across 30 emerging economies. India is ranked as the most preferred
retail destination for international investors.
GCCI
India ranked first for the fifth time on the Global Consumer Confidence Index – June 2007,
conducted by The Nielsen Company. Indians were judged as the world’s most optimistic consumers,
with high financial confidence about their income for the next 12 months.
The contribution of retail sector to GDP has been manifested below:
Country Retail Sector's share in GDP (in %)
India 10
USA 20
China 8
Brazil 6
The analysts foresee bright future of the retail sector. A huge number of shopping malls, nearly 100,
have come up in the recent past, generating 20mn sq ft. retail space, extending more space of about
12mn sq ft to it. Nearly 60 malls are on the verge of completion and may be operational by the end
of current financial year. A forecasted number of nearly 200 malls, in a move to make additional
50mn sq ft of retail space, will be completed within the next two-years.
India retail industry is expanding itself most aggressively; as a result a great demand for real estate is
being created. Indian retailers preferred means of expansion is to expand to other regions and to
increase the number of their outlets in a city. It is expected that by 2010, India may have 600 new
shopping centers. In the Indian retailing industry, food is the most dominating sector and is growing
at a rate of 9% annually. The branded food industry is trying to enter the India retail industry and
convert Indian consumers to branded food. Since at present 60% of the Indian grocery basket
consists of non- branded items. The global retail giants like Wal-Mart, Spar International, Tesco, K-
Mart/SEARS, Carrefour, ZARA, FCUK, Carrefour Group and The Home Depot, NEXT, Mother
Care, lKEA, Trussardi, DKNY and many more have made plans to march in the Indian market.
Companies like Wildcraft’s, Shoppers Stop, Trent, Reliance, Lifestyle, Pantaloons Tanishq,
Crossroads, Vishal and More already have planned to invest over Rs 5,000cr. Trent is on the edge to
take both its brands 'Star India Bazaar' and 'Westside' to new cities, meanwhile Shoppers' Stop has
recently geared up for expansion of present ones and to add 11 new stores including two
hypermarkets. Pantaloon has planned to add eight 'Big Bazaar' malls within the next 6 to 8 months
and also Wildcraft has geared up for opening 15 hypermarkets in near future.
After partition, Reliance Industries Ltd (RIL) is substantially getting ready to enter in field of
retailing. RIL is poised to emerge as the single largest player in this sector. On the other hand,
Tosco’s, Wal-Marts or Safeway does ultimately enter in the country. So finally, Shoppers' Stops,
Westside, Pantaloons and West sides in coming years have will face stiff competition.
 INTERNATIONAL RETAILERS: -

• The world's largest retailer, Wal-Mart, has tied-up with Sunil Mittal's Bharti Enterprises to enter
Indian retail market.
• Microsoft's first shop-in-shop pilot has been launched with the Tata Group subsidiary Infiniti
Retail's multi-brand consumer durables retail format, Croma.

• The Walt Disney Company, consumer product retailing arm of global animation giant, will soon
add 135 new stores to its existing 15 stores.

• World's leading coffee chain, Starbucks' enters India through a tie-up with the country's leading
multiplex operator PVR Limited.

• Apple Inc has entered into an exclusive marketing and distribution deal with
Reliance Retail through "iStore by Reliance Digital".

• Some of the international players that have already entered India include McDonald's, Pizza Hut,
Dominos, Levis, Lee, Nike, Adidas, TGIF, Benetton, Swarovski, Sony, Sharp, Kodak, Medicine
Shoppe among others.
 COMPANY PROFILE

Type : Private
Founded: -1998 ; 26 years age
Founder(s):- Gaurav Dublish
Siddarth sood
Headquarters: -Bangalore, Karnataka

Industry: - Retail
Revenue: - INR 500Cr.

Employees: - 3356
Website: - www.wildcraft.com
 ABOUT WILDCRAFT

Wildcraft's first product in the 1990s was a dome tent. The company shifted to manufacturing packs

and associated outdoor gear and expanded to multi-terrain footwear and outdoor clothing. In 2014, it

rolled out an expanded range of gear including clothing and footwear, hiring an additional 1,000

employees across its factories located in Bangalore.

It ventured into technical clothing in 2015, into performance footwear in 2017 & launched an

innovative line of travel cases in 2019. Between 2015 and 2018 Wildcraft developed a 90-liter

technical rucksack for the Indian army, won the contract and supplied it to the armed forces from

2020 onwards. In 2020 Wildcraft developed a line of personal protection gear (respirators and

Hazmat suits) and became one of the world's largest lifestyle brands marketing this during the Covid

era.

During the COVID-19 lockdown in India, Wildcraft India diversified its product portfolio by making

products like Personal Protective Equipments (PPE).

Operations:
Wildcraft makes backpacks, rucksacks, camping and hiking equipment, among other things.

The company's products are sold in 175+ exclusive stores and 4,000 multi-branded stores in India,

growing by 20-30 stores each year.Wildcraft products are also available in the Middle East and

South Asian countries.

Until March 2020, Wildcraft employed more than 3,700 people. Few months later, it scaled up

its manufacturing facilities by collaborating with more than 60 factories through a hub and spoke model.

By July, the company employed about 30,000 people.

Finances:
Wildcraft was started by a group of outdoor enthusiasts and run initially as a hobby with a

limited commercial focus. Under the leadership that has led the firm since 2008, it pursued an

expansion strategy and increased revenue over 100x in less than a decade.According to Dublish,

the company grew at a compound annual growth rate of 75% from 2007 to 2012 and continued to
grow annually at 50% till 2018 & is now pursuing a 25% revenue CAGR. In September 2013,

Sequoia Capital, a California-based private equity firm, invested₹70 crore, giving it an enterprise

valuation of about US$50 million.Wildcraft clocked retail sales of ₹400 crore in FY 2017, and is looking

at a total deployment of ₹350 crore, to achieve a run-rate of ₹1,000 crore by 2020

Wildcraft India Ltd.

Trade name WILDCRAFT

Formerly Wildcraft India Private Limited

Company type Private

Industry Retail

Founded 1998; 26 years ago

Headquarters Bangalore, Karnataka, India

Area served Worldwide

Key people Gaurav Dublish, Siddharth Sood

Bhupinder Singh (Chief Product
Officer)

Products Outdoor Clothing, Footwear and

Gear

MANAGEMENT
The Wildcraft Management Board is the backbone of the conglomerate. Its members are highly
qualified professionals, well experienced in their respective fields.

Values

Wildcraft’s business ethics promote higher levels of excellence. The group’s values of Customer
Sovereignty, People Orientation, Innovation & Entrepreneurship, Transparency & Integrity and
Passion for Superior Performance, Anticipation, Speed and Flexibility propel it to perform and excel
in all spheres of the business.
 OPERATIONS

Wildcraft’s has retail footage of over 6 million square feet and over 350 Wildcraft’s stores in 60
cities. The company operates through the following formats:
• The Wildcraft's hyper stores are destination stores, of more
than 15,000 sq. ft in size. They offer everything under one roof. On an average, a Wildcraft’s hyper
stocks 70,000 SKUs across 35,000 items.

• Established in 1998 and headquarter is in Bangalore

• Retail footage of over 6 million square feet and over 350
Wildcraft’s stores in 60 cities.
• Wildcraft’s Retail has a loyalty program.
• With an immense amount of expertise and credibility,
Wildcraft’s Retail has become the highest benchmark for the Indian retail Industry. In fact, the
company’s continuing expansion plans aim to help Wildcraft’s Retail meet the challenges of the
retail industry in an even better manner than it does today.
Vision
Our Vision is “to empower and equip a billion people to travel the path less taken". Wildcraft was founded as a concept, a
call to bigger experiences and adventures, rather than just as a business.

Mission
Be it outdoor-friendly clothing, ergonomically designed rucksacks or all-terrain footwear, Wildcraft as a head-to-toe outfitter
has one mission – to engineer products for the savvy traveller with a backpacker's mindset, that are versatile, multi-
functional, lightweight, weather-resilient products.

• experience.
• The ultimate shopping experience.
• Unsurpassed customer service.
• Unbeatable value
• The ‘next’ place away from home or office to relax and
indulge themselves.
Major Future Plan
• It will be going in for public issue within the next 12 months
to raise capital for expansion.
• The company plans to focus on the larger format stores in
the identified growth clusters with higher market potential value and stronger brand equity for
Wildcraft's. These clusters are Bangalore, Hyderabad, Coastal Andhra Pradesh, Chennai, Delhi
NCR, East UP, Pune, Mumbai, South Kerala, Aurangabad, Punjab and Kolkata.
• The company has already reserved 1 million square feet of
space all over the country and will be creating close to 10,000 jobs in its different formats.
• Wildcraft’s Retail currently employee’s 3356 people and has
6 million square feet of space.
• In every financial year, Wildcraft’s is increasing its stores
from 150 to 250 with a target of expanding by 400 more in the next two years.
• The company had last year announced a Rs 1,500
investment plan to expand its business across the country.
 Formats of Wildcraft’s Outlets

• Wildcraft’s has retail footage of over 2 million square feet

and over 350 Wildcraft’s stores in 60 cities.
• The company operates through the following formats:-

Wildcraft’s Hyper: -
.
• The Wildcraft’s Hypermarkets are huge destination stores,
more than 25,000 square feet in trading area. Shoppers come here looking for fantastic deals across
all categories.
• Hypermarkets ensure a comfortable, clean, bright and
functional ambience to shop along with the convenience of finding everything under one roof at the
best value for money.

• Small format stores conveniently located with a range of

product to meet maximum customers needs.
• The Wildcraft’s store is a friendly neighborhood store,
which caters to the shopping need –from regular bagpacks to luggages.
 DIFFERENTIATIONS

Wildcraft’s has chosen to differentiate by establishing itself as the preferred shopping destination for
young customers looking for a range of quality products that allows them to indulge in a global
lifestyle, yet at affordable prices. It’s brand image of - Makes Fine Living Affordable stands -
testimony to this philosophy. Specifically, the following distinguish the Wildcraft’s brand and create
a memorable allencompassing shopping experience for its shoppers:

• Products – Wildcraft’s offers the widest assortment of essentials and lifestyle dealing both, with
brands and private labels. It has different special sections within it’s store to delight the customer .

• • Quality – Quality is a major reason why Wildcraft’s is well-regard by it’s shoppers. Wildcraft’s
lays a huge emphasis on all-round quality in products, stores, servi ce standards, and customer
engagement programs. It’s “Quality since 1998” tagline has stood the test of time.
• Heritage – Wildcraft’s is India’s oldest retailer tracing its roots back to1998. The brand has many
firsts to it’s credits.
• Innovations/Specialty – In Wildcraft’s store , the shopper can find many types of section starting
from travel essential to luggages.
• Promotions – Wildcraft’s seek to offer the right products at the right time at the right price, with
promotions carefully designed to suit the needs and wants of the consumers.
Brand Imagery – Wildcraft’s stores have contemporary and international interiors, and it's
extensively trained staff strive to make customers feel at home while they shop, with a welcoming
and trusted attitude.
 AMBIENCE

Throughout its long history, Wildcraft’s has been a recognized and respected player in the Indian
grocery business, and is synonymous with quality goods and services, trusted by India’s exploding
population of the upwardly mobile middle class.
Wildcraft’s has continually helped reshape the retail landscape in India, introducing a host of
innovations to make shopping an even more convenient and enjoyable activity for the consumer, by
creating an ambience that the consumer appreciates.

DESIGN PHILOSOPHY

Wildcraft’s designs its stores so as to deliver its brand promise in a sophisticated manner, thereby
differentiating itself from competition. Over the years, Wildcraft’s has built a loyal customer base
and a strong brand equity because of this.
Central to the retail design strategy is it’s unique brand positioning of ‘Makes Fine Living
Affordable,’ derived from its consumers’ transition from a price-conscious purchaser to a
globalminded, well-travelled citizen of the world who is looking out for authentic international
flavors and experiences.
It’s philosophy translates to every element in the store:
Storefront Design – The store entrance resembles that of an entrance arch, leading in the shopper to
a world that is welcoming and exciting
Interior Design – To ensure that shoppers enjoy a warm, friendly ambience with an upscale look and
feel, the interiors are carefully chosen based upon the specific location of the store. The stores have
color-corrected lighting, carefully selected veneers and textures that complement the color palette of
the brand, thereby creating a fresh, cheerful, and expansive feel.
Shopfit Design – The emphasis is on attractive, space-efficient, and low-maintenance presentation of
modern, international goods alongside local products. The stores strive to drive product experiences
through hubs.
Graphics & Signage - Shopping at Wildcraft’s is a visual treat, enhanced by “Heritage boards” that
tell the Wildcraft’s history, curved signage featuring the signature “Makes Fine Living Affordable”
tagline, and category-specific color arches suspended over zones and departments to provide visual
relief and act as navigational aids.

Visual Merchandising Initiatives

At Wildcraft’s, visual merchandising is taken very seriously, with the objective of using theatre and
edutainment to depict Wildcraft’s as a retailer which ‘Makes Fine Living
Affordable’.
This is evident in the hotspots and focal points dispersed around the store, which carry thematic
product displays to welcome shoppers and give them the opportunity to absorb the ambience that
constitutes a ‘fine living” experience, before continuing their journey of exploration through the
stores.

BOARD OF DIRECTORS:
AWARD
 WHAT WILDCRAFT’S SELL

Quality Choices were never so affordable!!!

Being a modern retailer, Wildcraft’s offers the widest variety and assortment of Bags,
clothings ,footware , rainware, gear, etc. choices from all parts of India.

• PACKS &LUGGAGE

• CLOTHING & ESSENTIAL

• FOOTWARE

• MEN

• WOMEN

• KIDS &TEENS
 PACKS & LUGGAGE

• TRAVEL CASES

• LUGGAGE SIZES

• TRAVEL GEAR

• TECHNICAL GEAR

• PACKS

• TEEN’S PACKS

• TEEN’S LUGGAGE

CLOTHING & ESSENTIALS

Look good and feel good with Wildcraft’s at the clothing section which offers solutions to all
your style. This section offers a wide range of national and international products that is of
utmost importance for a youthful lifestyle.

• MEN’S CLOTHING

• MEN’S ESSENTIALS

• WOMEN’S CLOTHING

• WOMEN’S ESSENTIALS

• TEEN’S CLOTHING

• TEEN’S ESSENTIAL
 FOOTWARE

 MEN’S SHOES

 WOMEN’S SHOES
 MEN’S

• CLOTHING

• RAINWEAR

• FOOTWEAR

• ESSENTIALS

• TRAVEL CASES

• TRAVEL GEAR

• TECHINICAL GEAR

• PACKS

WOMEN

• CLOTHING

• FOOTWEAR

• RAINWEAR

• ESSENTIALS

• TRAVEL CASE

• TRAVEL GEAR

• TECHINICAL GEAR

• PACKS
 KIDS & TEENS

 WIKI LUGGAGE

 WIKI ESSENTIALS

 WIKI PACKS

 WIKI ACCESSORIES
 What Wildcraft’s do Differently

• QUALITY & DURABILITY

• INNOVATION DESIGN

• WIDE PRODUCT RANGE

• SUSTAINABILITY

• LOCAL MANUFACTURING

• CUSTOMER-CENTRIC APPROACH
 CAREERS AT WILDCRAFT’S

Working At Wildcraft's

Wildcraft's Retail, one of India's most preferred multi-format retail chain, delights an astonishing 3.5
million customers every month by delivering on its brand promise - Makes Fine Living Affordable.
Since inception Wildcraft's has been a consumer-centric brand, constantly innovating, pioneering
formats, evolving over time but always keeping consumer needs and satisfaction center-stage. Back
in 1920, we were the first grocery chain in India. In 1980, we became the first supermarket chain,
and in 2001, we introduced India to the joys of hypermarket shopping. Today, our network of 120+
stores covers a retail trading area of 1 million square feet. None of this would have been possible
without our people.
And we apply the same parameters of high quality and a 3600 experience to your career too.
We invite you to explore a wide range of opportunities with Wildcraft's Retail.

GROUP MANAGEMENT RESOURCES

It has beencalled the boot camp. But it is probably the most thorough preparation you can get for a
career in retail. It lasts 3 months, consists of intensive training and at the end of it your natural
abilities to lead, take calculated risks, and cope with the pressures of corporate life are considerably
enhanced. Group Management Resources recruits are normally Summer Interns who have done
exceptionally well in their summer projects, and have received pre-placement offers. Sometimes
those graduating from a Top-15 Business School are hired directly. Often placed into strategic areas
of business, this group is taken though a brief induction schedule and functional training before
being allocated to specific roles
 OBJECTIVE OF THE STUDY

 Customer Satisfaction Survey.

 To study about customer preferences and frequency of shopping.

 To understand the customer’s expectation from retail service provider.

 To design and manufacture dueable, stlylish and functional bangs that meet the diverse
needs of our customer
 SUMMER INTERNSHIP

The Summer Internship Programme is for first year management students, studying for an MBA
at a Top-15 Business School, looking to make a career in the retail sector. Clear our selection
rounds, and over the next 2 to 6 months, we'll give you every opportunity to learn all the things
Marketing book forgot to tell you. Do exceptionally well in the training period and we'll even
make you a pre-placement offer and give your career a flying start.

CATCHMENT ANALYSIS
 Introduction about south city
south City Mall is a shopping mall in South Kolkata, West Bengal. Located at Prince Anwar Shah
road, Jadavpur (where the erstwhile Usha Industries factories and staff quarters were situated),

it has been open since 16 January 2008. It has a Gross Leasable Area of 1,000,000 sq ft

(93,000 m2)[2] and parking for 2,500 vehicles.

The mall was designed by retail specialist ICS Bentel Associates. Anchored by major stores
like Pantaloons, Spencer's Retail and Shoppers Stop, there are also 134 other stores, a food court on the top
floor and an INOX multiplex.

The adjoining South City Township, with four 35-storey and one 15-storey residential highrises, was built by the
same developer - South City Projects.[

ADDRESS : 375, Prince Anwar Shah Rd, South City Complex, Jadavpur, Kolkata, West Bengal 700068
 udio or venture into the natural world with us .

HISTORY

It was the late 1990’s when the idea of adventure and outdoor activities in india were rather then unheard of ; a
group of friends, who were passionate about the outdoors, started wildcraft in a garage.

IN what they call the ‘garage years’ , began wildcraft exploratory phase. It was a distant dream, as the few people whoZ were
into the outdoors would either get their equipment from stores abroad or buy it second-hand. Most, of the equipment available
then was bulky , heavy,outdated and definitely very expensive , and it was idea of enabling people for the outdoor that
wildcraft was established.

Understanding the needs of different outdoor and adventure activities , they realized very early on for the need of study ,
durable, reliable and functional products that can withstand the toughest of though terrains. Whether it is appeared made
of breathable material , ergonomically designed rucksacks or waterproof footwear , our gamut of product have one mission-
to enable prople with gear that is durable, resilient and study, for their exploring of the outdoor.

For over a decade now they have channelized their passion for the outdoors into certain reliable grae that truly stands for the outdoor
enthusiasts or the urban travelers, placr in then and their product . they stand for a passion that has intrinsically worked towards
creating product that can endure the resilience of the great outdoors.

For over decade now they have channelized their passion for the outdoors into creating reliable gear that truly stands for the outdoor.
Wildcraft today stands for trust , that all their customers, weather it is the outdoor enthusiasts or the urban travelers , place in them and
 their product . they stand for a passion that has intrinsically worled towards creating product that can endure the resilience of the grar
outdoor.

Wildcraft products are majorly classified into three categories :

 Gear (500 options)

 Clothing (70 options)
 Footwear (40 options)

Gear category can be classified as Rucksack, Backpack, Campus bagpack, Sling bag, and Duffle bag, Sleeping Bag, Rainwear and
other Travel Accessories.

 F – Functional
 L – Lightweight
 W - Weather Resilient
 R - Reliable

KELLER’S BRAND EQUITY MODEL

SAILENCE : India’s #1 Advance equipment brand

PERFORMANCE : Durable , all-weather , perfectly crafted rugged outdoor grar

IMAGERY : young, urban style,edgy

JUDGEMENTS : Top-notch quality,safety, satisfaction

FEELINGS : Adventure, travel-partner, social approval

RESONANCE : Affliation, loyality, premium,elegance

Wildcraft has achieved Brand Equity by creating BRAND AWARNESS and BRAND IMAGE. Their products are
recognizable, because of their distinct logo and style , and recallable because they have forged strong brand associations
with the appropriate product category.

Brand image depends on the strength of associations for which our product must ne unique, favourable and strong enogh , and
wildcraft has managed to do that over the year.
PROMOTIONAL ACTIVITIES DURING SIP DAYS

1. LEAFLET DISTRIBUTION

In an internet age, everyone thinks the way to go with your advertising spend is digital. Leaflet
Distribution benefits are still ignored by many. The truth is that leaflet distribution campaigns are
still one of the most effective formats to meet the goals of many advertising campaigns. Keep
reading for more information on how leaflet distribution can benefit an effective marketing
campaign.

Target Your Ideal Consumers

With a wide variety of sensitive demographics software, it is easy for a leaflet campaign
specialist to locate your target market. In addition to this, with the many distribution channels
available, your
leaflets can meet your target audience effectively with little cost.

Cost Effectiveness
The cost per impression for leaflet distributions is markedly less than other advertising
techniques. Leaflet distribution has one of the highest response rates because of the creative
opportunities it gives. There is the ability to provide coupons, samples and other incentives
within your leaflets. So long as your leaflet has an effective call to action, your return on
investment can be exceptional.

Lasting Materials Leave Lasting Impressions

When you watch a television advert, the experience ends after your 30 seconds are up, this means
that an engaged consumer either must remember the information, or actively seek it elsewhere.
When your target market enjoys your leaflet, they can set it aside,
hand it on to a friend, or put it somewhere memorable so your marketing message is easily
accessible. This also offers opportunities for many impressions per leaflet. The more time your
target market spends with your key messaging, the more likely they are to take action and create
a successful return on investment for your marketing campaign.

Geographically Localised Campaigns

Targeting a local market can sometimes be difficult with other marketing techniques. Leaflet
distribution campaign solutions are perfect for targeting geographic locations. This is particularly
advantageous when you are trying to break into a new market.
 2. ADVERTISEMENT ON WHEEL/ E-RICKSHAW MIKING

There are many choices for marketing platforms these days. There are more traditional options like
print, TV, the radio, and billboard space. There are also a large number of options for launching
advertisements via the internet. Choosing the correct platforms for your marketing campaign can be
a challenge.

However, there is one option you may have not considered at all. This is advertising your products
or services via a vinyl car wrap. Car-wrap advertising can be an effective choice for many businesses
due to the distinct advantages car wraps have over other choices. Below are four benefits of
car-wrap advertising.

Mobility

Marketing can end up as a fixed investment. If you purchase billboard advertising space for a month,
you won’t be able to move that billboard if you aren’t producing any leads from that location. With a
car wrap, however, you’ll be able to move that advertising to wherever you want. If one location
doesn’t work out, you can try another.

Attention Grabbing

People are inundated with advertisements every single day. This includes on TV, on the radio, in print,
on the internet, and nearly everywhere else. Consumers have become so immune to e-mail advertisements
, for example, that they automatically filter them as “spam.” Vinyl car-wraps, however, are not
that common. Due to their uniqueness, they can still grab and hold people’s attention long enough
to transmit your marketing message.

Cost-Effectiveness

Obtaining TV commercial airtime in perpetuity, for example, can cost a small fortune. You
won’t, however, have to make future payments to keep your car wrap.
 1. HOARDING ADVERTISING ACTIVITY

Super-Sized Ad

Hoardings are one of the few media left which can dominate the mind of a human being by sheer
size alone. They are larger than life and very huge. Thus, they cannot be ignored by anyone
walking down the street. It is impossible to walk by/drive by hoarding and not glimpse at least
half of the message.

According to research by an advertising agencies, more than 50% of people who saw an ad on a
hoarding, remember the catchphrase printed on it. If you compare this with digital marketing,
where the engagement rate falls somewhere between 1-3%, this number is far superior
statistically.

Widest Audience Reach

Why do we advertise? Why do we run marketing campaigns? Why do we lay down elaborate
marketing strategies to generate higher sales revenues? The answer is simple, to reach your target
audience.

The best way to reach the highest target audience is hoarding. A hoarding allows you to reach
people of all genders, age groups, and class. It especially ensures that you capture the attention of
the middle class and the upper class (since this is where the majority of consumers lie on the
spectrum).

Even if your hoarding is for a niche target audience, for example, senior citizens, even youngsters
will see it and might inform the elders in their home about it. This is the power of a billboard in
India notes.

Leads Come to You

In all other marketing strategies and techniques, one must reach out to the leads. It is very rare to
witness leads coming to you by watching your video ad or a pop-up ad on Google. But in the
case of hoarding, the leads will come to your doorstep. There are many examples where
hoardings advertising has led to direct calls from customers or an increase in footfall at stores.

Even 100% of online sales companies like Amazon and Flipkart use hoardings to capture their
target audience. The hoardings design plays a vital role in making an impact on the minds of the
reader. Our attention spans have shortened and only visual or graphics seem to grab our attention.
Great hoarding designs have short catchphrases and a clear call to action on them. This makes it
easier for the consumer to come to you directly without any middlemen involved.
The leads generated from hoarding advertisements are quality, qualified leads,
which means, these leads can be converted into sales immediately.

Cheaper manpower
Employing the time or one or two people to hand out leaflets is a
lot cheaper than the ongoing costs of digital advertising over even
a short-term campaign.
Cheap production costs
You can design your leaflet yourself at home or, for best impact,
hire a designer to create an appealing leaflet for you. It is possible
to print leaflets very cheaply even when using high- quality
printing paper.
In fact, ordering one extremely good leaflet to be printed in bulk
could be the best single investment in advertising your company
could ever make.
Cheaper per word
Digital advertising has limited space and the continuing cost of
paying for advertising online could run in the thousands.
Compared to a single bulk production of a leaflet and the amount
of information you can pack into a single piece of A6 paper and
you will soon come to appreciate the cost effectiveness of a
leaflet.
Visually appealing
Simpler is always better, particularly when you combine a crisp
design with a bold colour scheme. One leaflet should contain the
name and/or logo of your business, contact information, details of
your services and, ideally, a picture.
This minimalist design contains the essentials, but you are not
limited to just that. You could include maps to your location, a
little blurb explaining your company, perhaps even reviews.
Make sure there is plenty of clean space to avoid overcrowding
your leaflet.
Flexible design
Leaflets can come in a range of sizes and shapes, giving you
plenty of options when it comes to your designs. Whether it be as
a flyer, a menu-style folded leaflet, an accordion folded leaflet or
any other design offered by your chosen design company, the
presentation of your leaflet will depend on your chosen layout.
Targets specific demographics
The most common forms of distribution are through dropping
leaflets through letterboxes or handing them out in busy areas
such as shopping centres, high streets, bus or train stations and
local events.
This helps you concentrate your marketing directly towards the
group you wish to cater to. There is no more effective way to
reach your local audience than by directly handing your leaflets
to your potential.
When it comes to dropping leaflets through letterboxes you can
tailor your drops to what you are marketing. For example, if you
are advertising a higher-end boutique you may want to
concentrate your advertising in places where the average income
is higher than usual.
If you want to advertise a restaurant that is somewhat out of the
way, you can concentrate marketing in the area immediately
surrounding the restaurant.
Engages your audience
You can directly talk to your customers, so do so. Ask for
feedback and provides ways to deliver it. Make sure that contact
information is listed along with business hours and honour them.
If you say on your leaflet you will always respond, follow
through on your promise.
One of the best ways to engage your customers is by including
discounts, coupons or free services for a limited time.
Always make sure the deadline for any such exchange is within a
reasonable amount of time in order to encourage potential
customers to engage with your services when they have the time
and money for it.

RESEARCH METHODOLOGY AND SCOPE

 OF THE STUDY

Data Collection

Comprehensive customer surveys, online and in-store, to gather insights on purchasing

behaviors, brand
preferences, and product feedback.

Competitive Analysis

Thorough examination of Wildcraft's competitors, their product offerings, marketing

strategies, and pricing
structures.

Focus Groups

In-depth discussions with target consumers to understand their decisionmaking process,

pain points, and aspirat.

SWOT ANALYSIS
Wildcraft Strengths

1. Design and Distribution

2. Wildcraft Gear is available in over 150 Exclusive Stores, over 2500 multi-branded
stores across over 400+ key Indian cities.
3. Niche market in India of outdoor gear
4. Has the advantage of being a strong first mover in the category
5. Has good International brand presence

Wildcraft Weaknesses

1. The company is relatively new compared to industry leaders

2. Limited market share growth and high brand switching due to many options

These were the weaknesses in the Wildcraft SWOT Analysis. The weaknesses
of a brand are certain
aspects of its business which it can improve.

Wildcraft Opportunities

1. To capitalize on the fact that it is a first mover and hence become known completely
for any outdoor requirement
2. To create a market for itself by creating awareness
3. Tap international markets with more advertising

Above we covered the opportunities in Wildcraft SWOT Analysis. The

opportunities for any brand can
Include prospects of future growth.

Wildcraft Threats

1. International brand slowly entering into the market with their expertise and strong
brand name
2. Duplicate and fake imitations affect brand
 KEYFINDINGS
 Sales of wildcraft in December and Januray are greater than rest of the months
 Local promotions like hoadings in the main road and pamphlet distribution in order to
nfronm prople
about the ecsistence of the store should be done in Lindsay street.

 Manpower productivity should be increase in Lindsay store.

 In camac street as the football is high and chances of conversion is also high so that we can
increase per manpower productivity by increasing the revenue.
 In southcity mall we should focus on the customer demand productline and reduce the
remaining stock.
 In Manisqure, acropolis, southcity and CCM we can promote our brand and product features.
 We can negotiate our store rent for make the rent revenue ratio idle.
 Asansol store performing absolutely in comparison to the resources available.

Enhancing Consumer Engagement

PERSONALIZED EX[ERIENCES :
Develop more personalized and tailored experiences for customers, such as
customized product recommendations and exclusive VIP programs , to foster deeper
brand loyalty.

OMNICHANNEL APPROACH :
Integrate online and offline touchpoints to provide a seamless and cohesive customer
journey , ensuring a
consistent brand experience across all channels.

SUSTAINABILITY INITIATIVES :
Showcase wildcraft’s to sustainability and environmental responsinility , aligning
with the growing consum demand for eco-friendly outdoor products.
 Marketing Stategies : Analyzing
Wildcraft’s Approach

Social media :

Wildcrafts strong presence on platforms like Instagram and facebook Has

allowed the company to engage with its targertaudience, showcase its products,
and build brand loyalty.

Influencer Partnership :
Collaboration with outdoor influencers and athletes have helped wildcraft
reach new customer and reinforce its brand image as a trusted authority in the
industry.

Experiential Market :
Wildcrafts hosting of outdoor adventure events and workshops has created
opportunities for the company to connect with its target audience and showcase
its product offerings.
 CUSTOMER SATISFACTION SURVEY

Customer satisfaction is the overriding factor for the successful operation.

Sales of the supermarket can grow when it makes its customers satisfied
with the goods or services by best policy to fit customers’ requirement. So,
it can be told that customer satisfaction is followed by customer revisiting
or repurchasing. They can also tell their acquaintances about products or
services as good. Customer satisfaction and sales might be linked directly,
companies have to check the factors periodically such as quality, schedule,
layout, inventory and so on to lift customer satisfaction because even small
factors that employees didn’t recognize can affect consumer satisfaction
enormously.